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  • 1. Media Evolution
    Adapting to the challenge
    David Brewer's guest lecture for Ukrainian journalists in Kyiv
    Nov 16-17, 2009 
     
    Organized by Internews Ukraine and the European Journalist Center within Medianext, a New media Initiative for Ukraine
     
    © Media Ideas International Ltd 2009
  • 2. Media Evolution
    Changing audience behaviour
  • 3. The broadcast/publish at model
  • 4. Traditional model
  • 5. The engage with model
  • 6. The participate in model
  • 7. The participate in model
  • 8. Nine hours looking at a screen
    Only 1.5 of those hours are TV
    Remainder computer, games and mobile devices.
    Changing audience behaviour
  • 9. Snacking on rumourFeeding on fact
  • 10. Following the audience
    Engaging and embrace
  • 11. Gate crashing the party
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. Creating a content factory
    Platform neutral
  • 18. What can media offer?
  • 19. Sources
    Intake & Output
    Resources Manager
    Intake Editor
    Radio Editor
    All key editorial decisions are taken here
    Newsroom Secretary
    TV Editor
    Print Editor
    Planning Editor
    Interactive Editor
  • 20. Sources
    Production
    TV
    Print
    Radio
    Interactive
    Intake & Output
    Resources
    Manager
    Work Flow
    Back to Super desk
    IntakeEditor
    Radio
    Editor
    All editorial decisions made here
    Secretary
    TV
    Editor
    Work Flow
    Out to production teams
    I/A
    Editor
    Planning
    Editor
    Print
    Editor
    Output
  • 21. Roles and responsibilities
    Who does what and why
  • 22. Intake editor
    The eyes and ears of the news organisation
    Alerts all to external sources
    Monitors competition
  • 23. Output editor
    • Quality control of all output
    • 24. Defender of the brand's reputation
    • 25. Accuracy, impartiality, balance, fairness and truth
  • Forward planning editor
    Owns the forward planning schedule
    Ensures stories are followed up responsibly
  • 26. Resources manager
    • Ensures there is no duplication of effort
    • 27. Manages all resources for maximum impact.
  • Intake & Output
    Resources
    Manager
    IntakeEditor
    Radio
    Editor
    Secretary
    All editorial decisions made here
    TV
    Editor
    I/A
    Editor
    Planning
    Editor
    Print
    Editor
  • 28. The challenge
    Reaching new audiences
    With a compelling content offering
    Dealing with their concerns
    Respecting the values they hold dear
    Created from existing resources
    Delivered to every platform/device
    In a way that generates revenue.
  • 29. Creating an online offering
    From existing resources
  • 30. Website measurements
    Bounce
  • 31. Website measurements
    Churn
  • 32. Website measurements
    Retention
  • 33. Website measurements
    Dwell
  • 34. Minimalist high-impact offering
    Less is more
  • 35. Media Business
    Sales
    &
    Marketing
    Editorial
    Proposition
    Target
    Audience
    Values
  • 36. A minimalist website
  • 37. Important
    Not all stories need to go online
    Offer a minimalist but rich offering of only the top stories and features
    Don’t try to do everything
    Start small and grow
    It’s all about sustainability.
  • 38. Workflow
    Morning meeting decides top stories for web based on
    Target audience
    Ability to add value
    Opportunity for interactivity
    Possibility of video
  • 39. Work out a daily quota
    One top story
    Three secondary stories
    One feature
    One poll or vote
    Think value to the audience, shelf-life and whether the story makes excellent reference material.
  • 40. Weekend cover
    Small staff, perhaps just one
    Only the top story
    No video
    No clips
    No features
    A look back at the week’s top stories and a look ahead to events coming up.
  • 41. Work out a daily quota
    Work ‘as live’ for two weeks but do not display to the public
    When the systems prove to work, the quality is good and the workflow is sustainable, make it visible to the public
  • 42. After two weeks
  • 43. Work out a daily quota
    Remember, if you launch this way the stories you choose to do must
    Have a long shelf-life
    Be stories you would want to archive
    Likely to be revisited and referenced in future
  • 44. Keep it simple
    Question of the day
    Call to action
    Interactivity
    Vote or Poll
    Story 1
    Story 2
    Story 3
    Story 4
    Video of day
  • 45. End of 2009 = 25m active users
    End of 2010 = 100m active users
    End of 2013 = 1bn active users
    Wired Magazine November 2009
  • 46.
  • 47. Influence
    find more followers
    make a few more friends
    engage others in conversation
    get others to engage you in conversation
    write more frequently
    convey more "signal" in your updates
  • 48. Signal
    References to other people - use of "@" followed by text
    Links to URLs you can visit
    Hashtags - "#" followed by text
    Retweets of other people, - the use of "rt", "r/t/", "retweet" or "via“
  • 49. Generosity
    “Astonishingly high" based on retweeting other people 54 times in the last seven days.
  • 50. Velocity
    “Low" based on your publishing 81 updates in the last seven days.
  • 51. Clout
    “Very low" based on your being cited 90 times in the last seven days.
  • 52. Changing audience behaviour
    Adapting to the challenge
  • 53. Sources
    Production
    TV
    Print
    Radio
    Interactive
    Intake & Output
    Resources
    Manager
    Work Flow
    Back to Super desk
    IntakeEditor
    Radio
    Editor
    All editorial decisions made here
    Secretary
    TV
    Editor
    Work Flow
    Out to production teams
    I/A
    Editor
    Planning
    Editor
    Print
    Editor
    Output
  • 54. Keep it simple
    Question of the day
    Call to action
    Interactivity
    Vote or Poll
    Story 1
    Story 2
    Story 3
    Story 4
    Video of day
  • 55. The participate in model
  • 56. Final thoughts
    Is there a middle ground yet to be populated
    Making sense of the noise
    Structured and focused
    Issue-led, people-focussed journalism
    That informs the public debate
    So that people make educated choices
  • 57. Contact details
    Media Helping Media & Media Ideas International Ltd
    David Brewer runs Media Helping Media www.mediahelpingmedia.org to help media in transition and post-conflict countries and areas where freedom of expression is threatened.
    His business site is Media Ideas International www.mediaideas.co.uk
    He tweets @helpingmedia and @mediaidas.
    MediaNext
    MediaNext has a blog on LiveJournal - medianext_ua
    And is on Twitter - @medianext_ua

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